Measure ROI of shelf and off location conversions: a Ferrero case study. It's all about Chocolate!
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In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVEs brand with relevant information to work on their marketing strategy. A sample composed of 40 female participants within one supermarket store was analyzed and the eye-tracking method was used to analyze their visual attention to different visual stimuli at a retail outlet. The results indicate that the more visual attention the consumer has to a specific shampoo brand, the greater their intention to purchase will be. Likewise, the more the consumer looks at the price of a shampoo brand, the greater their intention to purchase will be. However, not enough evidence has been found to affirm that the more visual attention paid by the consumer to the advertising of a specific shampoo at the retail outlet, the greater their intention to purchase will be.
In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.
This paper presents the findings of the experiment for one of the product groups tested and shows to what extent our objectives were achieved. It points out the difficulties encountered in carrying out a test of this kind and furthermore, the possible additional information which could make the test more effective.